The Art of Writing Commercial Copy

The Art of Writing Commercial Copy

I’ve been reading On Writing Well by William Zinsser and have been delighted by some of his descriptions of convoluted use of English.  A classic example is the announcement that ‘We are presently anticipating experiencing considerable precipitation’ really means ‘it...
Marketing messages

Marketing messages

If you’re creating marketing material then you really need to get the message targeted – and most marketers know about that.  They do lots of research into what attracts their ideal client’s attention.  However, few marketers know HOW people process...
Too much information = too little action

Too much information = too little action

When it comes to writing to promote your business you want people to really get what you do, how good at it you are and what all round nice people you are – right? OK – now think about your reaction when you receive information from a possible supplier....
What is commercial copywriting?

What is commercial copywriting?

This is a question I get asked a lot when I’m out networking and the simple answer is ‘writing to persuade people to take action’.  However, there is a bit more to it than that. Accurate English – grammar, spelling and punctuation – is...